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Del Monte introduces new online, print ad campaign for fruit products

BY Melissa Valliant

SAN FRANCISCO Major food producer and distributor Del Monte Foods is spending $20 million on a new, comical, online and print ad campaign for its fruit products. The campaign, called “Fruit Undressed,” involves online banners on sites like Realsimple.com and People.com, portraying talking fruit that peels back its skin and says things like, “Does this skin make my butt look big?”

Smith Brothers Agency in Pittsburgh created the ads for Del Monte’s peeled and sliced fruit items, which are available in four different varieties: SunFresh, Orchard Select fruit jars, citrus bowls and Fruit Naturals fruit cups. Newly released, antioxidant-packed, 8-ounce fruit cups are filled with acai and passion fruit juices, such as pear chunks in acai blackberry juice and mixed fruit chunks in mango passion fruit juice.

Though the company normally spends less than $5 million on advertising for these products, Rodolfo Spielmann, vice president of consumer growth at Del Monte Foods, believed the increase in spending was necessary to spread word of the brand.

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Hy-Vee boosts private label with cheap meal options

BY Jenna Duncan

WEST DES MOINES, Iowa Hy-Vee has launched a new program that provides 30 recipes to feed a family for cheap. The “30 meals for $3 per serving” launch includes recipes for popular dinners such as ham and swiss quesadillas, bar-be-cue cheeseburger sliders and French dip sandwiches with au jus.

The recipes all include Hy-Vee brand ingredients such as Hy-Vee bakery buns, Hy-Vee canola oil, Hy-Vee salsa and Hy-Vee shredded cheese.

The complete list of meal recipes from Hy-Vee’s “30 meals for $3 per serving” can be found online at http://www.hy-vee.com/30meals/30meals.asp 

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InBev finalizes purchase of Anheuser-Busch

BY Jenna Duncan

LEUVEN, Belgium InBev announced today that it has finalizes its acquisition of U.S. brewer Anheuser-Busch Cos.

The maker of Beck’s beer announced that the new company will be called Anheuser-Busch InBev and will trade under a new symbol starting Nov. 20. The buyout deal was worth $52 billion total, or $70 per share.

The newly combined company will produce about one-quarter of the beer consumed in the world and will generate about $36 billion annually, the companies said.

InBev also has recently reached an agreement with regulators to sell holdings of the Labatt USA beer business and licenses.

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